Gmail users are now accustomed to seeing the prominent “unsubscribe” button in their inbox – resulting from the one-click unsubscribe requirement enforced by both Google and Yahoo in February 2024 – which has made it easier to opt out from senders’ mailing lists. 

Since March 2025, Google has been gradually introducing their new “manage subscriptions” dashboard taking email subscription management one step further. This new feature isn’t available to all Gmail users yet, but let’s explore what it is and how it works, so you’re prepared when your subscribers start using it.

 

What is Gmail’s “manage subscriptions” dashboard? 

The Gmail “manage subscriptions” feature displays how frequently bulk senders email the inbox owner and offers a simple way to unsubscribe or block them. When the feature becomes available in the subscriber’s inbox, Gmail will prompt the user about the additional tab called "manage subscriptions," which is available under "more.” 

When the user goes to that tab, they’ll see a list of active email subscriptions and the number of emails they recently received from each sender. By clicking on the name (or from address) users can review all the messages sent to them and unsubscribe easily by clicking on the "unsubscribe" button. 

 

 

Who will this affect? 

From the end-user’s perspective, this is a much more streamlined solution to opt out than sifting through emails to unsubscribe individually. Gmail’s new tool is also powerful in the fight against spammers and email intruders. After Google raised the bar for senders last year, this adds another crucial layer of defense against spam. And it wouldn’t be surprising if Apple, Microsoft, and Yahoo follow Google’s lead. 

 

What does it mean for email marketers? 

Gmail’s “manage subscriptions” feature serves as another clear signal for marketers: only high-quality, relevant messages will keep subscribers engaged. Brands that rely on overly frequent or poorly targeted emails risk being quickly filtered out.  

You might notice an increase in unsubscribe rates – this is to be expected. Users are exploring the feature and cleaning out older or less relevant subscriptions. But don’t panic – remember that unsubscribes are actually good for brands. This leads to a cleaner list, more refined list, and better engagement - a definite win for their sender reputation and targeting goals.  

Once again Google invites you to take this opportunity to fine-tune your email marketing approach and revisit your sending practices to ensure your messages resonate—so customers think twice before hitting “unsubscribe.” 

 

Adapting your strategy to minimize unsubscribes 

Marketers that emphasize content quality and list maintenance are more resilient in adapting to changes. Keep these best practices in mind: 

• Respect permission-based marketing – email only those who’ve explicitly opted in 
• Always provide an easy way for readers to unsubscribe via a one-click unsubscribe link 
• Review your email content to ensure it’s both effective and relevant for your audience
• Tailor your email offers by segmenting your list and personalizing content to maintain subscriber interest 
• Assess the frequency of your email sends – more emails aren’t always better 
• Make sure your frequency matches actual engagement, as email fatigue can lead to unsubscribes 
• Run a re-engagement campaign to identify and remove inactive subscribers 
• Ensure your sending domains are authenticated with SPF, DKIM, and DMARC

Not sure where to start? Our experts from our professional services team are here to support you in optimizing your strategy, just reach out.